I joined Payoneer at a time when the business strategy transitioned from focusing on enterprise to SMBās. They required someone with the experience and skills to lead this transition and improve growth marketing contributions to revenue and with a focus on scaling up into the different regions. I worked on a variety of initiatives aligned with business growth ambitions, where I achieved the following: Based on business growth ambitions I managed a paid media budget that increased from $3M to $12M year over year with sustainable ROAS. Grew an international team from 2 to 5 members by hiring, training and coaching distributed across APAC, China, Europe, SAMENA and the Americas. Increased the capacity of planning and activating locally relevant campaigns from 10s to 100s a year. Produced the playbook for growth on how to develop a strategy, plan, execute and measure digital marketing campaigns and used it for training purposes. This document includes best practices, rationale, tools and resources on how to effectively scale up revenue generation campaigns across channels. This facilitated the onboarding of new hires and scale-up of revenue-generating campaigns. Strengthened the partnership with media partners like Google, Meta, LinkedIn, TikTok, Korea, Japan and China equivalents. Developing Joint Business Plans to identify opportunities and growth plans. This included internal training to different parts of the organisation in different topics such as creative best practices, audience segmentation, measurement, data modelling and optimisation. Gaining access to translating services (for localisation of campaigns), consultants and experts in different areas of growth but also savings in advertising spend with rebates of up to 20%. Lead and execute the scale-up of campaign activation across regions through Search, Paid social, display and video campaigns with the objective of generating self-onboarding registrations (+150% YoY) and leads (60% increase in leads and 30% improvement in Qualification rate) With the goal of improving our local operations and regional support, I searched, submitted RFP, selected and onboarded a Global media and analytics agency. Together with the leadership, data science and marketing analytics team, I led the strategy and planning of reporting and analytics framework to assess the success of marketing campaigns with a set of dashboards and reports. Provided strategic media insights into competitor media. Weekly, monthly and quarterly spending and target goal pacing updates. Channel and campaign kpi and performance insights for continuous optimisation. Supported the launch of a brand awareness and consideration campaign pilot with a budget of $6M in Brazil, Philippines and UAE testing channels such as Programmatic display, Programmatic Video, OOH, Programmatic TV, Sponsorship of events. Improved 10%p Unaided brand awareness. Awarded the Titan Business Awards 2023 for best content marketing campaign.
